Seen above is a guideline on how Instagram users promote JTI (Japan Tobacco International) Korea's Mevius brand cigarettes on the photo-centered SNS platform. The document obtained by The Korea Times was given to one user in June who came forward to let the public know about the tobacco firm's dubious SNS marketing.

Underage users indiscriminately exposed to Mevius cigarette photos

By Lee Hyo-sik

Japan Tobacco International (JTI) Korea has been found to have mobilized Instagram users who command huge followers to post photos of its Mevius brand cigarettes, according to a document obtained by The Korea Times, Thursday.

In return, Instagram "influencers," most of whom are men in their 20s and 30s, are said to have received as much as 5 million won ($4,400) for each posting. These photos primarily aim to spark interest in Mevius among women who follow young, fashion-savvy men who upload photos of their daily lives.

A bigger program with JTI's marketing on the photo-centered social networking service (SNS) platform is that underage users are indiscriminately exposed to these photos glamorizing cigarettes because anyone, regardless of age, can join Instagram and view pictures posted by others.

In Korea's Tobacco Business Act, there are no specific rules yet governing cigarette makers' marketing and sales activities on Instagram, Facebook and other SNS platforms.

One Instagram user came forward and informed The Korea Times of Instagram Influencer Guidelines to let the public know about JTI Korea's dubious SNS marketing.

He said he was approached by a person from JTI Korea's marketing team in June.

"JTI systematically recruited young male Instagram users who have at least 10,000 followers," the user said on condition of anonymity. "I heard they were offered 4 to 5 million won for each posting for a month, depending on the number of their followers. The users were given this piece of paper outlining how they should take photos and depict them."

The company's marketing tactic is disgraceful, he said, stressing minors, particularly young girls, have been exposed to hundreds of photos that beautify smoking.

"Many young girls closely follow these handsome men in their 20s and 30s who regularly post photos of their well-shaped bodies. They have certainly viewed many of these Mevius pictures," the user said. "I decided to let people know about JTI's unethical marketing, due to concerns that teenagers may become more inclined to smoke cigarettes."

A photo posted by an Instagram user promoting JTI Korea's Mevius Select V5, which went on sale last December. The user depicts it in accordance with JTI's guidelines that encourage the use of phrases such as, "The package is well designed."

JTI's guidelines outline how Instagram users take photos and what phrases they should use when depicting photos.

First, the influencers are required to include cigarette brand names in photo captions and take pictures in various everyday life settings.

For instance, the guidelines tell them to expose the Mevius LSS Select, the latest LSS brand product launched in early September, with car keys, wallets and other items commonly carried by men.

They are also advised to naturally expose the LSS Select when taking photos at a coffee shop, a bar and other places.

There are currently dozens of Instagram photos glamorizing the Mevius LSS V5, which went on sale last December, and other previous brands.

Influencers uploaded photos, depicting the LSS V5 in accordance with JTI's guidelines that promote the use of such phrases; "The package is well designed" or "It's beautiful because its pack is yellow, yellow."

However, JTI Korea denied drawing up such guidelines, stressing it has never conducted marketing on SNS.